Commercial Madness: Arcade Fire, Grizzly Bear, T-Pain go to the Super Bowl
Maybe it was because one of America’s musical capitols was represented in the game, but there just seemed to be more music in this Super Bowl. There was the perfunctory opening anthems and halftime show, songs in ads — The Who even managed to be the halftime show act and sneak into an ad. Whatever the reason, there was plenty of music throughout and we couldn’t be happier about it.
The record-breaking television audience that tuned in to Super Bowl XLIV were treated to a surprisingly indie soundtrack, featuring Arcade Fire’s breakthrough “Wake Up” in official Super Bowl ads and Grizzly Bear in one of the night’s funnier ads.
Rapper-turned-actress-turned-singer Queen Latifah kicked things off with “God Bless America” and country Idol Carrie Underwood got the nod to sing the National Anthem.
As for the ads, Cherry Dr. Pepper rolled out a new version of their KISS-endorsed ads featuring “Calling Dr. Love.” We’re not sure about Michelob Ultra’s status as a PED with the UCI, but it’s apparently Lance Armstrong’s beer of choice. Blur’s “Song 2″ apparently provides the inspiration for Armstrong’s never-ending workout. And in one of Budweiser’s many ads, they chose Electric Light Orchestra’s “Don’t Bring Me Down” to chill for Bud Select 55.
Below are some of our musical highlights from this year’s Super Bowl.
Arcade Fire / NFL
Things didn’t go as well the last time we heard Arcade Fire mentioned in the same breath as Super Bowl. The canucks objected to the NFL’s use of a snippet of “No Cars Go” in last year’s Super Bowl, but agreed to allow the use of “Wake Up” this year, donating the proceeds to Partners in Health’s relief efforts in Haiti.
Grizzly Bear / Volkswagen
Volkswagen used Grizzly Bear’s “Two Weeks” as the soundtrack to their humorous bid to update the punch buggy game loved by children of all stripes to “Punch Dub.”
T-Pain / Bud Light
Jay-Z pointed at a 2009 Wendy’s commercial as the official death knell of Auto-Tune, but T-Pain didn’t get the message. Mr. Auto-Tune himself made a cameo in the funniest of Bud Light’s many Super Bowl offerings.
Cheap Trick / Audi “Green Police”
Audi’s “Green Police” spot was the favorite of many. The ad featured Cheap Trick’s 1979 hit “Dream Police” re-imagining as “Green Police” in a funny, environmentally themed ad that imagined a police force more concerned with composting and emissions than more sordid offenses.
The Who / Halftime Show
People seem split over The Who’s halftime performance, with some calling it the death of classic rock and others giving the sexagenarian rockers a little more credit. We also got to see a younger version of the mods in a commercial for Flo TV which featured their “My Generation.”
What was your favorite music moment in football’s big night? Tell us in the comments.
MP3s:
Arcade Fire – “Wake Up”Grizzly Bear – “Two Weeks”
Grizzly Bear vs. Dead Prez – “Two Weeks of Hip-Hop” [The Hood Internet Remix]
The Who – “Baba O’Reilly” [Live 7/12/76, Swansea, Wales]











Regarding the Arcade Fire, this is what Paste has reported on the use of “Wake Up”:
“All proceeds from the airing of the song during the Super Bowl and subsequent airings on the NFL Network will go to Partners in Health’s Stand with Haiti efforts.”
http://www.pastemagazine.com/articles/2010/02/arcade-fire-licenses-wake-up-to-super-bowl-for-hai.html